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Agile Marketing

Aftercamp presentation

Elisa Ferrari

on 21 May 2013

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Transcript of Agile Marketing

Agile Marketing by Michelle Accardi-Petersen "The power to be successful is not dependent on the constraints put on you by others but on your ability to focus on what's possible" - George Fischer

"El poder de tener éxito no depende de las restricciones impuestas por otros sino de tu habilidad en centrarte en lo que es posible" Marketing Agil Capacidad de adaptarse rápida y eficientemente
a los cambios, equilibrando lo que uno opina que sirve con lo que otros quieren PARA AYER
entregando al menos ALGÚN resultado HOY Agile Marketing

Agile works because the world is always changing Introduction "-This book is for all those in marketing who have ever struggled to get something done because they have been waiting for "everything" to come into place. My hope is that this book helps you by giving you a methodology to iterate from and a faster start." What is Agile? Conjunto de metodologías
de desarrollo de software
donde los requerimientos y las soluciones
evolucionan por medio de la colaboración
de equipos multifuncionales
donde la iteración es fundamental
y lo que se hizo es tan importante
como lo que no se hizo The Iron triangle Time - Cost - Scope
affect the central goal:

Quality Constructs Collaboration: People working together for a common goal in regard to processes and tools

Customer input: Customer collaboration through crowdsourcing not through guesswork.

Execution: Taking action over talking.

Objective: The goal of the program and KPIs you need to have in place to define yourself as succesful

Revenue: campaigns that deliver vs. old-hat cumbersome marketing plans Biggest constraints Collaboration


Customer Input Requirements Traceability Verification Matrix
(RTVM) BR Summary: A short (preferably under 10 words) summary of a group of requirements
Business requirement Collaborative Leadership Revenue is affected by all these Plan, Fail, Iterate, Succeed Failing to a plan is a Plan to fail

Yo can apply a process to Marketing!
Steps 1. Plan: know your budget, define your scope, sell your project/program/campaign idea to sponsors, select a cross-organizational and cross-functional team that will enable you to reach your goals
2. Iterate: Let's get moving! Get things done! Get working pieces out the door quickly and with quality.
SCRUM Each day, a short, 15-minute scrum facilitates the communication of individual detailed status and any impediments or issues that are critical information for a project/program/campaign manager. Steps 3. Fail. The easiest way to learn where you can continuously improve. KPIs and other means of measuring progress are critical.
Pointing out your own failures before someone else points them out for you helps you mitigate the risk to your project/program/campaign.
It also helps you to focus on making it work. Steps 4. Succeed: Success in Agile is implementing the most critical pieces of that project/program/campaign that meets stakeholder and sponsor expectations, and then building on those.

SUCCESS IS EVOLUTIONARY AND IS ALWAYS CHANGING Agile Methodology Principles - Active User Involvement is imperative
- The team must be empowered to make decisions
- Requirements evolve, but the timeframe is fixed
- Envision what the end state could be.
Develop small, incremental releases and iterate. Agile principles Focus on frequent delivery of products
Complete each feature before moving to the next
Apply the 80/20 rule

Testing is integrated throughout the product life cycle -test early and often

A collaborative and cooperative approach between stakeholders is essential Gracias!!! Elisa Ferrari


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